by Pia Johannson  08.12.11  in  Projects Comments (0)

Mainz/Shanghai, December 2011. Porsche, Mercedes-Benz, Henkel, Hyundai – and now Haier: with the world’s largest producer of household appliances, mediaman wins yet another customer for the efficient connection of strategy consulting, creation and rollout.  There is a huge demand for digital full service because brands expand from Asia to Europe and vice versa. The privately owned agency group mediaman, located in Germany, the USA, China and Argentina, understands to realize the customers‘ demands for successful digital communication for different markets. Following the successful corporate website relaunch in the Chinese home market, mediaman now develops the information architecture of European brand presences and the styleguide for Haier.

“We have framed the lead-concept and design of haier.com/cn for European markets: showroom, dealer-search, online-forms now successfully communicate Haier’s brand value in Europe, too”, Jan Born, Director Business Development of mediaman Mainz, says. The European presence is to be seen at first in Great Britain under haier.com/uk, with Spain, Italy, France and Germany following soon. For the relaunch of haier.com/cn mediaman Shanghai had developed a click-prototype, tested it with Chinese users and programmed the templates for the content management system. The new design was developed and documented by mediaman.

According to a McKinsey study, Haier is the Chinese company with the worldwide strongest brand name. The new corporate website will ensure the unique brand presence and enable the adaption to the requirements of different markets at the same time. For Haier this project is part of a larger campaign to refresh the brand awareness – from the device producer to the provider for everyday and workaday solutions. The target: to increase Haier’s European market share from one to five percent within the next five years.

About Haier

The Haier Group is the world’s No. 1 Major Appliances brand with 6.1% retail volume share in 2010 (Source: Euromonitor International Limited; retail volume sales in units based on 2010 data). With its commitment to quality and innovation, Haier brings the inspired living experience to consumers in over 160 countries worldwide. With group global headquarters based in the Chinese city of Qingdao, Haier has regional headquarters in both Paris and New York, serving its clients in Europe and America. Haier has 61 trading companies, 29 manufacturing plants, 8 design centres and 16 industrial parks with more than 60,000 employees worldwide. Haier specialises in technology-led research, manufacturing and trading a large range of durable products - within Europe these include: televisions, refrigerators, dishwashers, washing machines, consumer electronics and energy saving home solutions. Haier’s global revenue in 2010 was 20.7 billion USD. Haier Electronics Group Co., Ltd. (HKG: 1169), a subsidiary of the Haier Group, is listed on the Main Board of the Stock Exchange of Hong Kong. Qingdao Haier Co. (SHA: 600690), also a Haier subsidiary, is listed on the Shanghai Stock Exchange. For more information: www.haier.com

About mediaman

mediaman is a privately owned digital marketing agency with over 100 employees in Germany, China the USA and Argentina.  Founded in 1996, the network offers the whole range of digital marketing services in a global context. Core competencies of mediaman are the development and roll-out of digital platforms, apps and interfaces:  the user always in mind, for every web device (desktop pc, mobile, instore) and future-proof due to the application of latest technologies. Therewith, classical campaigns and social media activities are creatively and efficiently interlaced. Key customers are among others Bosch, Daimler, Haier, Hyundai, Merck, Osram, Zurich.